The POC Value Proposition

Point of Care marketing is a multi-channel, targeted solution that delivers messaging at the critical point in the  healthcare journey. The POC channel provides effective solutions at the closest point to the doctor and patient conversation.

Reaches a highly targeted and captive audience

  • Various targeting solutions, including prescription data
  • Patients wait on average 26 minutes before seeing their doctor

Source: COVID’s Latest Impact on Patient Traffic and Wait Times, PatientPoint January 2022

Delivers messaging in a trusted environment

  • 85% of Americans rate nurses as having high levels of honesty and ethics
  • 65% say waiting room materials are among the most credible sources of healthcare information
  • 68% of adults value information in the doctor office

Source: The Evolution of Point-of-Care Marketing in Pharma – ZS Associates, 2017; Kantar Media 2015/2016 MARS Consumer Health Study; 2019 Professional Honesty and Ethics Standards by Gallup

Creates awareness about health information

  • 87% of patients and caregivers noticed TV content at hospitals
  • 55% intended to become more proactive in managing their health after seeing messaging at hospital

Source: ZS Study, Point of Care Marketing: An industry in Transition

Drives action after POC exposure

  • 68% asked for a prescription for a specific medication
  • 84% more likely to ask their doctor about an ad they saw

Source: ZS The Evolution of POC Marketing in Pharma, 2017

Increases effectiveness when used with other media channels

  • The impact from exposure on multiple channels including POC, was more effective than the media channel running alone

Source: Multi-Channel Measurement Study, Crossix 2018

Common Creative Specifications

This document presents a comprehensive set of common creative specifications established by POCMA members. These standardized specifications are intended to streamline the creative development and approval process for advertisers. This collaborative effort was aimed to enhance efficiency, reduce complexities, and facilitate seamless communication among stakeholders in the industry.

Disclaimer: Individual media companies may modify these specifications without prior notice to meet evolving industry needs or technological advancements. Therefore, it is imperative to confirm creative specifications with your media company partners before commencing any new creative development projects. POCMA is not liable for updates made by individual media companies.

Member Solutions

These targeted solutions consist of multi-channel opportunities offered by multiple companies.

* The member company service descriptions provided on this page were provided by each POCMA member and have not been evaluated or verified for reliability by POCMA.  These descriptions are not an endorsement by POCMA and any inquiries regarding claims made in or associated with a member’s service description should be made directly to the individual member.  

Glossary of Terms

The following are definitions for most of the common terminology used in the POC space and are the definitions to be used within all Point of Care Marketing Association auditing requirements.
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    The Alliance for Audited Media is an approved POCMA auditor, helping members achieve POCMA certification through verification of their print, digital and mobile point-of-care platforms.

    Providing condition specific, active patient engagement through a variety of digital touch points including TV’s in waiting rooms and interactive exam room digital wallboards in specialty Healthcare Provider’s offices and Health Hospital Systems across the US.

    CMI Media Group, a WPP company, is a full-service media agency focused solely on health, wellness, and pharmaceutical marketing. CMI Media Group’s core offerings include Audience Strategy, Planning, Development, and Insights; Data and Analytics; Buying and Investment; and Direct Response and Customer Experience. As the leading media resource for the world’s top healthcare companies, CMI Media Group brings together leading technology, data, and talent to deliver seamless capabilities for clients. 

    Compas partners with the industry’s leading media providers, as well as up-and-coming innovators – representing all channels and tactics – positioning them for success with healthcare clients and agencies. As stewards of our clients’ media investments, Compas is committed to enforcing the highest standards of buying execution, effectiveness, transparency and accountability while leveraging our clients’ collective buying power through a consortium that unlocks incremental savings. Compas is certified by the National Minority Supplier Diversity Council as a minority-owned-and-operated business and generates significant Tier 1 and Tier 2 Diverse Spend.

    Constant Media is celebrating its 10th year as a leading provider of Point – of- Care media. We partner with physican office/health systems to provide much needed patient education tools enhancing the dialogue of patient/provider and creating strong results for pharma brands.

    ConnectiveRx helps take the pain out of the prescription process for pharmaceutical manufacturers, healthcare providers and their patients. Through a software-driven platform of patient support, affordability, awareness and adherence solutions for specialty medications, the company provides services which help patients and their healthcare providers navigate the complex patient journey. 

    Our customized solutions drive meaningful conversations between patients and physicians in the right place and at the right time. We produce and distribute ad messages on magazine cover wrap surfaces or custom condition guides in the POC.

    Doceree is the first global network of HCP-only platforms for programmatic messaging, bringing efficiency and effectiveness to healthcare professional engagement (HCP) by using data and creativity in healthcare marketing.

    Powered by its proprietary AI engine- ESPYIAN TM, Doceree precision targets over 2 million HCPs across the US, Europe, UK and emerging markets. The platform’s algorithm can understand behavior of clinicians, enabling pharma brands to target them based on their specialty, demographics and geography.

    Havas Media Group (HMG) is the media experience agency. HMG delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. HMG is part of the Havas Group, owned by Vivendi, one of the world’s largest integrated content, media, and communications groups. HMG also consists of two global media networks: Havas Media and Arena Media. The media experience agencies are home to more than 10,000 specialists across 150 countries worldwide, with 62 Villages. Global clients include Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica, Swarovski, Reckitt Benckiser, among many others.

    HealthCentral’s Condition Guide program reaches HCPs and their patients where health and treatment decisions are made—at point of care and online.

    Each Guide features medically-reviewed educational material, tools, and resources for specific health conditions, and helps prepare patients to have more effective doctor visits. Covering symptoms, diagnosis, treatment, and strategies for living day-to-day with a chronic condition, Guides are designed to stimulate a more productive doctor-patient conversation. Every Guide features real patient stories coupled with expert content to drive action and influence treatment choices.

    We are a Targeted Healthcare Marketing Platform. Our in-house, award-winning content studio creates bespoke, disease-state and therapy-specific educational content that powers more productive patient-physician dialogues at every step of the patient journey, and at all points of care. Original Content + Broadest Reach + Proven Results = #HealthMonitorDifference

    We apply the knowledge we gain from pharmacy transaction data, claims insights, and other trusted resources to engage with patients throughout their healthcare paths and daily lives. Pharma marketing programs consistently deliver successful outcomes validated by third-party analytics providers.

    Labcorp is a leading global life sciences company that provides vital information to help doctors, hospitals, pharmaceutical companies, researchers, and patients make clear and confident decisions. Through our unparalleled diagnostics and drug development capabilities, we provide insights and accelerate innovations to improve health and improve lives. With more than 80,000 employees, we serve clients in more than 100 countries. Labcorp (NYSE: LH) reported revenue of $14.9 billion in FY2022. Learn more about us at www.Labcorp.com or follow us on LinkedIn and Twitter @Labcorp.

    Mesmerize is a point of care media company dedicated to connecting people to valuable information, resources and tools that empower them to proactively manage their health and improve their sense of well-being. Mesmerize provides patient education to a robust national network of doctors’ offices, clinics, and pharmacies, inspiring patient-provider conversations and driving outcomes along a patient’s healthcare journey.
    Publicis Health Media (PHM) is the market-leading media agency in the health category, providing unmatched HCP & DTC health and pharmaceutical expertise, innovation and buying clout. Our core service category is media planning and buying within the health and wellness arena for consumers, patients and HCPs.
    Phreesia PatientConnect identifies and motivates the right patients to initiate meaningful brand conversations, and PatientInsights enables our clients to better understand their target patient populations. Phreesia meets patients where they are, both virtually and in-person, and reaches them at multiple touchpoints around important discussions with their healthcare providers.

    Physician’s Weekly has a long-standing reputation at the point-of-care as a trusted source of clinical and medical information for healthcare professionals. Our targeted multichannel solutions for both physicians and patients give brands the opportunity to become part of the patient-provider conversation as well as the discussions between physicians and their colleagues—the most powerful exchange of information—where and when treatment decisions are made.

    Populus Health Technologies provides pharmaceutical brands and their agencies with the most targeted way to reach a captive audience as they wait for their scheduled or on-demand virtual doctors’ visits and guarantee ROI by delivering patient acquisition and verified prescriptions​.

    Rapport has expanded their offering to clients within the healthcare space by providing a holistic approach to the journey of care – marrying data, technology and innovation in the office, at home and beyond. 

    Provides comprehensive point-of-care solutions including precise audience targeting, quality editorial environments, and 25+ years of measurable brand lift for our advertising partners.

    Terraboost Media provides brands exclusive access to a pharmacy media network of 88,0000+ sponsored wellness kiosks within over 36,000 of the country’s leading retail and supermarket pharmacies. Our wellness billboards with prominent “can’t miss” ad signage reach patients, caregivers, HCPs, and pharmacists at the point of care – at the pharmacy wait area and other contextually relevant locations such as doctor offices, hospitals, urgent care, infusion centers, and more.

    Veradigm Digital Health Media reaches physicians at the point-of-care, in a channel they use daily: the EHR. It can deliver targeted messages to HCPs in real time inside of multiple EHR platforms*.


    *The targeted messages are displayed (1) in accordance with HIPAA and other applicable laws, and (2) in an iframe window adjacent to the EHR workflow that is separate and distinguishable from the clinical and practice management workflow within the EHR. Also, no biopharma or device advertisements appear during the prescribing workflow consistent with applicable law.

    WebMD Point of Care in-office and in-hospital solutions reach over 500,000 HCPs across 300,000+ doctors’ offices and 2,000 hospitals to meet the needs of patients at every stage of their healthcare journey. WebMD’s platforms support physicians, hospitals, and healthcare organizations in elevating patient-centric interactions to reach and engage qualified patients, improving outcomes and driving growth.

    At ZS we like solving complex problems—taking things apart, seeing how they work and putting them back together better. We lead the way in combining science and hands-on experience to solve the toughest business challenges. For more than 35 years, we’ve learned from each success, and we apply our passion to help customers win and grow. We are pleased to be a part of the Point of Care Marketing Association because it aligns with our commitment to excellence in patient marketing and support. We help our clients better understand patients, their journey, their needs and work to develop products and solutions that improve the patient experience – to help our clients and the patients they serve thrive.
    The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for nearly a century. Connect with us on heart.org, stroke.org, Facebook, X (formerly Twitter) or by calling 1-800-AHA-USA1.
     

    We are excited to collaborate with the POCMA and accelerate Point of Care education, marketing, communications and innovation to provide patients, caregivers and healthcare professionals with credible, equitable health solutions so everyone, everywhere, can live longer, healthier lives.

    Kelly Cunha Pokorny

    National Director, Brand Marketing